Focus Group Findings Toyota GLi

Introduction:
Toyota Corolla is a product of Japan, persistently performing well in Pakistan Automobile market due to various reasons. It is a dependable vehicle for long journeys. Spare parts are easily available. Performance is good. It comes in a variety of colors Toyota Corolla is the largest selling car in Pakistan from many years. It is a durable car which suits Pakistani roads and conditions in all possible ways. It has an elegant look, latest interior features, excellent suspension and a 5-speed manual transmission with a powerful 16-valve 1.3 engine with VVT-I technology. It has luxurious seats, power windows, power steering, powerful A/C and safety features like seat belts and airbags. It is also equipped with ABS now. (Anti-locking-breaking-system).

Focus Group Findings Toyota GLi

Candidates for Focus Group

The group of candidates for the focus group belonged to various back grounds and age group varying from 16 years old to 40 years as mentioned in the table below.

FOCUS GROUP PARTICIPANTS Product: 2013 Toyota Corolla Topic: Individual Reviews based on attached Discussion Guide Sr. # 1 Names Age Gender Education Income (between PKR) 75k to 100k Area

Atique Ur Rehman

35

Male

2 3 4 5 6

Osaid Ahmed Arsalan Zahid Majid Asghar Ammara Zubair Umer Gulsher

18 29 37 22 40

Male Male Male Female Male

BS Electrical Engineering(Mobilink) MBA-Marketing & Finance BDS (Student) Commercial Pilot (Air Blue) Director Processing MIS in accounting HR Business Partner Faysal Bank Entrepreneur LGS Student

G-10/1, Islamabad

25K to 35K 50k to 75k 100k to 125k 30k to 50k 75k to 100 k

Faisal Town DHA, Lahore Shadman, Lahore Johar Town, Lahore DHA, Lahore

7 8

Zaeem Zafar Zain Ahmed

34 16

Male Male

100k to 125k Nil

Islamabad Lahore

Focus Group Findings Toyota GLi

Focus Group Findings Toyota GLi

Consumers Choice
Starting of the

Those Who Buy

Participants who said that they will go for the product came up with following reasons for buying it. Toyota is a lot more reliable & durable After sales services provided by Toyota is better than its competitors Car has much more resale value than other cars in of the same category.

Those Who Wouldnt Buy

Said the car is overpriced Car is not fuel efficient as compared to other cars of the same category ( Honda City & Toyota Prius ) Brand loyalty with Honda was another factor for not going with Corolla

Consumers Opinion
After listening to the views from the participants we analyzed that participants had different views about the product, they compared the product with Japanese cars in terms of comfort, safety, quality and durability and never the less value for money. They said that Japanese cars in the same price range and horse power are far better than this locally manufactured product in every aspect. One of the participants who was single said that he would rather go for a sports car like Mazda RX-8 than buying a Toyota Corolla GLi. One of the female participant mentioned that she never wants to associate herself with the Toyota Brand. Those who were in favor of the product said that Corolla is the best option to buy a car in this price range as it offer everything that they want.

Focus Group Findings Toyota GLi

Products Important Attributes

After conducting the focus group we analyzed that for the participants following were the most important attributes of the product.

Durability/Reliability
Participants said that corolla is the most reliable car right now available in the Pakistani made

Re-Sale Value
Those who said they would go for the product said that resale value of the product was an important point of the product they consider before buying it.

After Sale Services

According to the participants Toyota provides the best after sales services to its customer which gives them the value for the money they paid to buy the product.

Consumers Buying Pattern

We have divided our focus into three different categories for differentiating that what factors they consider for purchasing the product. Three categories are as follow.

Below 23
Participants below 24 said that consider looks of the car before choosing what car to purchase rather than considering the quality or performance of the car they choose to buy.

Above 24 & Married

Participants above 24 said that they consider durability of the car that for how long the car will work fine with them, is the money worth paying to purchase it, how economical the car is, is the car best suited for their family and what is the resale value of the car.

Females
Female participants were of the view that they do not look at anything but the compactness of the car, car needs to be small and easy to drive.

Focus Group Findings Toyota GLi

Purchasing Problem
Financial Barriers
As per the majority of the participants the car is overpriced and that is a big purchasing problem for the consumers because not all of the consumers are able to buy the product due to this problem.

Memories & Perception

Past Experience matters a lot like people associate themselves with the brands because their father or grandfather had been buying it so they go for the same brand as they attach themselves with the brand emotionally rather than rationally. Corolla is perceived as very rough and tough car among its user.

Product Usage
Usage has been divided into two groups. Urban Area Usage People using the cars in urban areas prefer Honda because Honda is perceived as a sophisticated car, so people who live in cities like Lahore, Islamabad, and Karachi use Honda a lot more. Rural Area Usage People who travel for long distance and use cars in rural areas go for corolla because of its rough and tough image, because they think that in such areas corolla serve their purpose best.

Occasions of Usage
This product is majorly used for the purpose of commuting; consumers use this product to fulfill their travelling needs.

Opinion Regarding Brands

When the participants were asked about their overall opinion about Toyota, they came up with the following views; Passo / Vitz; another car from the same brand which they think of being more economical and providing more value for their money.

Honda City lovers; said that in the same price they can a fully optioned Honda city as compared to simple Corolla Xli, they said city is more economical than corolla. For corolla the remarks were that it is durable car which works for them without troubling them and its resale value is one of the major factors for choosing this car.

Focus Group Findings Toyota GLi

Feedback to Advertisements
Participants mentioned that such companies do not advertise much, especially on electronic media they hardly view any ad of such car manufacturer company, however they sometime view ads of the products in print media or bill boards. They said that these products are self-selling and word of mouth plays an important role as a medium of promotion for such products.

Conclusion
After listening and analyzing the view of the participants we have concluded that majority of the people gave their opinion against the purchase of the product, they had several reservations about the product like product being overpriced, not as much economical as its competitors. Some who were against the purchase of the product compared it to the cars imported from japan on the basis of the quality saying that Pakistani made corolla lack quality and comfort. Few of the participants who believed in buying of the product said that this car satisfies them best, its drive its durability and above all its resale value is the most important things they fulfill by purchasing this car. Participants also divided corolla and its competitor into two different type of user preferring to purchase this product or its competitor, they said that people living in urban areas prefer using Honda due to its sophisticated image and people living in rural areas prefer buying corolla because of its rough and tough image. So all in all we had different views about the product through which we came to know that most of the people had problems with the price and quality of the product which is definitely needs to be looked by the company as well.